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How Greenwash commercials influence buying behaviour in luxury car market - Dissertation Example

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How Greenwash commercials influence buying behaviour in luxury car market

According to the research findings the impact of Greenwash commercials on buying behaviour seeks to understand the consumers’ psychological orientation towards purchase of products and how marketing strategies or advertisements can adapt to the same. Amongst the Response Hierarchy Models, Persuasive Hierarchy Model suggests that consumers are influenced by advertising and use the commercials to learn about different brands and reach their preferences based on the information they gain from these. Here cognition is the precondition for making any buying decision. This model is applicable in high involvement purchase condition where the product or the purchase is crucial to the consumer. Such advertisement begins with awareness which leads to interest of the buyer and then results in action of purchase. These are highly true for consumers of cars. In Low involvement cases, the consumer prefer convenience goods, i.e.take the buying decisions based upon cost, etc. Here purchases are rapid and preferences towards brands are formed after trials. Integrated Models therefore suggest that buying decisions depend on situations and advertising works accordingly. The FCG grid formed by the advertising agency Foote, Cone and Belding can appropriately depict this with four different buying situations incorporating consumer motivation. For instance, in high involvement case, consumers’ motive will lead him to buy items like luxury watches when the idea is to transform their lifestyle or when the “feel good” factor is important to them. ...
umers are influenced by advertising and use the commercials to learn about different brands and reach their preferences based on the information they gain from these (Belch and Belch, 2003, p. 208). Here cognition is the precondition for making any buying decision. This model is applicable in high involvement purchase condition where the product or the purchase is crucial to the consumer. Such advertisement begins with awareness which leads to interest of the buyer and then results in action of purchase. These are highly true for consumers of cars. In Low involvement cases, the consumer prefer convenience goods, i.e.take the buying decisions based upon cost, etc. Here purchases are rapid and preferences towards brands are formed after trials. Integrated Models therefore suggest that buying decisions depend on situations and advertising works accordingly. The FCG grid (Appendix B: Integrated Model – FCG grid) formed by the advertising agency Foote, Cone and Belding can appropriately depict this with four different buying situations incorporating consumer motivation. For instance, in high involvement case, consumers’ motive will lead him to buy items like luxury watches when the idea is to transform their lifestyle or when the “feel good” factor is important to them. Again when product choice is based on information about the product, consumers will tend to choose automotives and appliances. In Low involvement case, they would go for package goods (cost effectiveness), while their choice is led by information. Under low involvement they would settle for variety goods in order to meet the “feel good” factor (Sorce&Dewitz, 2007, pp. 4-5). This dissertation focuses on a High Involvement case (a case of buying luxury brands of cars). For these goods there always ...Show more

Summary

The studies revealed the fact that the customers have been influenced by such commercials and a certain level of interest, created within them by viewing such commercials as they feel the use of such products, will serve their purpose and at the same time will do no harm to the environment. …
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